Queen Of Shaves

Challenge

Under the threat of delisting by the major supermarkets (as the current product didn’t appeal to women) KoS needed to urgently rebrand and reposition their shaving gel for women. Its target market are girls (15-22), a difficult audience to appeal to given their diversity of taste.

Solution

We reframed the proposition from functional to fun – associating the product with the emotional outcome – a good night out.

Our team of designers (mainly women) ‘reframed and retuned’ the brand, creating the Queen of… brand with more attitude and appeal to younger female buyers.